Marketing: Connecting with Customers

1
Marketing Connecting with Customers

1
Chapter
2
Objectives

• Introduce and define marketing
• Overview key marketing decisions
• Trace the evolution of marketing
• Identify key factors in connecting with customers
• Relate marketing to you

3
www.levi.com
4
Marketing
Planning Executing
Ongoing Sets Directions Manages People and Events
Marketing Mix
Product Price Promotion Place
Markets
Consumer Business-To-Business Nonprofit Internal
Exchange
5
Think About It!

• Find an example of each aspect of the marketing
  mix from your daily life.

6
www.GMBuyPower.com
What utilities does this site provide?
7
The Marketing Concept
The Purpose of Marketing

• To understand the Needs Wants of Customers
• To create customer value through satisfaction and
  loyalty
• To operate more effectively and efficiently than
  competitors
• To increase the value of the organization

8
Think About It!

• What activities are involved in implementing the
  marketing concept?

9
Marketing Strategy Process
Situation Analysis
Targeting
Positioning
Develop Marketing Mix
10
Think About It!

• Why is it important
• to target before
• positioning?

Who is being targeted in this Skechers ad?
11
www.mountaindew.com
How will Generation Y respond to this site?
12
www.Aveda.com

• Who is Aveda's target market?
• With which groups is Aveda trying to become
  involved?
• What is Avedas mission?

13
Marketing Mix
Customer Needs Wants
14
Marketing Mix Decisions

• Product
• Which products to develop
• How to manage current products
• Which products to phase out
• Establishment of Brands and Creation of Brand
  Equity

• Place
• Determine which distribution channels to use
• How to manage interface with customers
• -Retail or direct marketing

15
Marketing Mix Decisions

• Promotion
• Determine objectives to be obtained
• Select message form
• Select Communication Media
• -Radio, Web, TV, etc

• Price
• Determine value
• -Based on Customer Expectation and Desire
• Determine how price will influence volume sold
• Determine competitive situation

16
Marketing Evolution

• Lasted until 1925
• Companies focused on ways to make products in
  great mass quantities
• Did not address customer until after goods had
  been made

17
Marketing Evolution

• Sales Orientation emphasized that customers must
  be convinced to buy.
• Companies tried to shape consumers ideals to fit
  the attributed of the products offered.

18
Marketing Evolution

• Competition developed and refined
• Strategic planning
• Assessing customer expectations
• The rise of customer-driven organizations

19
Marketing in the Future
Connecting with Customers
20
Think About It!

• How do the five forces on the prior slide help
  implement the marketing concept?

21
Marketing Exchange
22
Internet as a Marketing Tool

• Research
• Surveys
• Focus groups
• Observation

• Scanning
• Trends
• Environment
• Customers
• Competitors

23
Strategic Relationships
...pizza made with better ingredients and an
ice-cold 2 liter of Coke.

• Name some other strategic alliances featured in
  recent advertising.
• Econo Lodge and Mr. Clean
• Sting and Jaguar

24
Internet as a Marketing Tool

• Communication
• Interactive marketing
• Advertising
• Public relations

• Distribution
• Text
• Audio
• Computer programs
• Video clips

25
Internet as a Marketing Tool
How is the I-go Web site being used as a
marketing tool?
26
Marketing Your Involvement

• Marketer
• Target market member
• Customer
• Citizen

27
Review

• Introduce and define marketing
• Overview key marketing decisions
• Trace the evolution of marketing
• Identify key factors in connecting with customers
• Relate marketing to you